Voice

Direct, calm, technical. The rules for copy, casing, and forbidden characters.

Casing

Use	Rule	Anchor
page-h1	Title Case for noun phrases, sentence case for full sentences	bg:voice:casing-page-h1
section-badge	ALL CAPS with letter-spacing 0.04em to 0.08em	bg:voice:casing-section-badge
body	sentence case	bg:voice:casing-body
button	sentence case starting with a verb	bg:voice:casing-button
tier	Title Case (Basic, Pro, Enterprise)	bg:voice:casing-tier
plan-badge	ALL CAPS status word (ACTIVE)	bg:voice:casing-plan-badge

Approved button verbs

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Forbidden

Characters. emoji, em-dash U+2014, en-dash U+2013, zero-width space U+200B, non-breaking thin space U+202F, BOM U+FEFF.
Marks. exclamation mark in product copy. No terminal period at the end of a heading (page-h1, section-h2, section-badge, modal heading, tile/card titles, eyebrows, dashicon labels, misuse rule titles).
Phrases. Buy now, Click here, stunning, elegant, blazing.

Tone

Direct, calm, technical. Credits the reader as a developer.

Localization

Wrapper. Laravel __() and @lang() on every UI string
Plurals. trans_choice() only
Literals allowed. currency amounts, version strings, error codes, BetterGuard, Argon2, .NET
Length assumption. Czech, German, Cyrillic strings run 30 to 60 percent longer than English. Use max-width not width; flex-wrap not fixed columns.